Creating a New SaaS Category with Storytelling & Marketing : The Unmetric Story with Lux Narayan

Lakshmanan (Lux) Narayan is an Author, TED speaker, marketer and
a SaaS entrepreneur.


After his stint in advertising, Lux joined Sekhar Vembu as a
co-founder at Vembu Technologies, leading sales and marketing and
thinking of ways to market ‘a data backup software company’ in a
cool way.  


They went on to create probably the first rap song on SaaS, by
the name Cloud, Cloud Baby. 


Lux later went on to start ‘Eyes and Feet’ – ‘From online
eyeballs to offline footfalls’, a social media analytics firm
with Joseph Varghese and Kumar Krishnasami, which then got
rebranded as Unmetric,  a social media benchmarking company
for brands – ‘It will tell you right now, what five people
need five days to do’. 


Unmetric provides competitive intelligence, based on the 150k
brands which they index. 


Unmetric ended up creating the category of Social Analytics in
the otherwise crowded space of  Social Publishing and Social
Listening tools. They eventually got acquired by Falcon.io.


In his words ‘From the beginning of October, to the end of
October, we moved from being an independent company to having a
parent, grandparents, and great-grandparents in one stroke’


Tune in to this episode to learn the Journey of Unmetric from a
Bedroom in Chennai to Boardroom in Copenhagen.


Here are other key takeaways from this episode.


Cognitive dissonance and marketing

How to coin brand names and product narratives which leaves
your brand memorable

How to pitch your product to customers in a way you never had
thought of before

How to use business card for content marketing

Why category creation is fascinating and scary at the same
time

Context Marketing : A secret sauce that many don’t share

Best practices to work with PR agencies

Using Data & Art for Brilliant Storytelling 



Tune in for more insights, happy listening!